Kim Petras Wears ‘Billion-dollar’ Dress in Debut as MAC’s New Global Ambassador in 30th Anniversary Viva Glam Charity Campaign
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In a celebration of philanthropy and beauty just ahead of Pride month, MAC Cosmetics has unveiled its 30th anniversary campaign for the MAC Viva Glam initiative, featuring pop sensation Kim Petras as the brand’s newest global ambassador alongside Latin star Danna Paola. This milestone coincides with MAC Cosmetics’ own 40th anniversary.
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The Grammy-winning singer and Paola bring their powerful voices and dynamic personalities to the forefront, embodying the spirit of MAC Viva Glam. Known for their bold artistry and advocacy, these global powerhouses perfectly align with MAC’s vision of elevating voices that challenge the status quo and promote inclusivity. Petras joins a lineup of Viva Glam ambassadors dating back to 1994, including Chloë Sevigny, Dita Von Teese, Fergie and Sia.
The new campaign not only honors the impressive achievement of Viva Glam raising over $520 million to date, but also highlights the initiative’s expanded mission. MAC Viva Glam has always been dedicated to supporting communities affected by HIV/AIDS. Now, as it enters its next chapter, the initiative will broaden its focus to drive equality across four crucial areas: Sexual equality, gender equality, racial equality and environmental equality. This evolution underscores MAC’s commitment to social justice and its recognition of the bond between these issues.
The campaign features Petras draped in a striking dress designed to look like a “one billion” dollar bill, and it is emblazoned with the words “Put Your Money Where Your Mouth Is.” It embodies a fearless fusion of glamour and advocacy. Set against a vivid red backdrop, the image juxtaposes a colossal MAC lipstick with Petras encapsulating the essence of empowerment and self-expression. In Paola’s photo, she poses with multiple microphones with the brand’s logo covered.
Central to the celebration is the introduction of a fresh four-shade lipstick lineup. These shades symbolize the brand’s commitment to inclusivity and diversity, reflecting the initiative’s expanded mission to support equality in all its forms. By donating 100 percent of the proceeds from the new lipstick lineup, MAC continues to invest in the communities and causes that align with its expanded mission.
The brand remains steadfast in its commitment to giving back. The initiative’s goal to raise another half-billion dollars. This campaign is not just a nod to the past three decades of giving, but a powerful statement of intent for the future.
Mac Cosmetics Macximal Silky Matte Lipstick in Viva Equality
Mac Cosmetics Macximal Silky Matte Lipstick in Viva Planet
Mac Cosmetics Macximal Silky Matte Lipstick in Viva Empowered
Mac Cosmetics Macximal Silky Matte Lipstick in Viva Empowered
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